Land O Lakes 

Long Copy

Problem

For an advertisement to be seen as interesting in 2016 we need a striking image that conveys our message with very little to no copy. This is the problem. To reach an audience who is flipping through a magazine and have them stop and want to read a long copy advertisement that can sell something low quality but make it seem as if it’s of a higher status.  

Solution

The target for this long copy campaign for Land O Lakes butter was chosen to be the “cool mom”. Likely a mom who has a teenage daughter or son and is very eager to stay on top of the trends and be involved in their lives while also trying to stay hip and live to the fullest. I wanted to relate the copy back to what she would likely be thinking or feeling about her life at this stage. She would likely need to have some time alone and know that she shouldn’t have to spend her days slaving over her family but trying to give some time and money back to herself.

Advantages of Solution

The writing in this ad sounds very familiar if you know the target. It’s very casual and kind of sassy. But it’s coming from the mindset that you need to really focus on yourself again. At the same time relating all of this back to what we’re trying to get the mom to notice, Land O Lakes butter.